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| The Types Of Logo |
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The purpose of a logo is to create a memorable impression in the mind of a potential client or customer.It’s the very heart of your corporate identity and one of the key ways you establish yourself as unique in the marketplace.Logos are wrapped up in branding and often logos can represent the entire brand image themselves – just think the golden arches of MacDonald’s. The logo designer must remember that, although the job of a logo is to mark your business and brand out as unique, that expression should not be overly complex as it’s equally important your logo is easily identifiable. There are other more practical considerations to good logo design too. What looks great on your business card or letterhead may not scale up to yard signs or billboards and vice versa. Logo design can use several approaches.Textual logos (recognisable word and letterforms that may be slightly modified) can appear in various shapes and sizes. A good example of a long lived and powerful textual logo is IBM.Illustrated logos can be as simple or as complicated as you wish.{ A good example of this approach is Pepsi which features red, white and blue text as well as a bottle cap illustration good example of this approach is Pepsi which features red, white and blue text as well as the bottle cap illustration}.In the 1940’s the Pepsi-Cola logo was entirely textual and copied the rival Coke symbol almost exactly. A symbolic logo has many advantages.Using an abstract device to represent the company can work well across many international, multi-lingual markets but a great deal of collateral and marketing or advertising budget has to be spent to get that symbol associated with the company.It can work very well and a good example of a symbolic logo is the Nike tick. Whatever design approach you select for your logo, remember that it will have to be carried through into all aspects of your brand communication, including stationery design, advertising, packaging and online marketing.
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